China In The Classics Reklamegrafisk design by Zhou Haiwen, Che Shilong and Guo Cheng

China In The Classics Reklamegrafisk design by Zhou Haiwen, Che Shilong and Guo Cheng is a highly esteemed winner of the very prestigious 2024 A' Design Award i Bronse in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.

BronseGrafikk· 2024

China In The Classics Reklamegrafisk design

by Zhou Haiwen, Che Shilong and Guo Cheng

Client: China Global Television Network Co., Ltd.

A' Design Award i Bronse Winner in Grafikk Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About China In The Classics Reklamegrafisk design

Kina i klassikerne er en reklamegrafisk design skapt for et fjernsynsprogram om gamle kinesiske klassikere. Bøker utgjør designets hovedmotiv. Det er hentet referanser fra gamle bøker fra både Østen og Vesten, blant annet kinesiske bambusstrimler, tråbundne bøker, pergamentruller og innbundne bøker. Disse formene er dekonstruert og omorganisert til enkle visuelle symboler. Titlene på ti klassiske verk er kombinert med kinesisk kalligrafi. Gaveesken er laget av spesialpapir med taktil overflate. Designet hjelper mennesker med ulik kulturell bakgrunn med å forstå kinesiske bøker og fortellinger.

The Recognition

About the A' Design Award i Bronse

China In The Classics Reklamegrafisk design er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. China In The Classics Reklamegrafisk design forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. China In The Classics Reklamegrafisk design tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: China in the Classics, a show produced by China Media Group, examines the stirring stories of ancient Chinese classics by selecting the most outstanding of these traditional, cultural masterpieces and examining the creation process and core ideology in a form that combines cultural seminars, drama and visualization. It brings the ancient classics alive, demonstrating Chinese wisdom, ethos and values implied in the ancient classics.
Dimensions & Packaging: These creative gift articles are for ministerial visits of foreign exchanges and cooperation for the China Media Group. The central theme - China in Classics, contains cultural attributes in terms of gift box packaging form, vision, material, and content. The titles of the ten classics are graphically processed, combining imaginary for overseas publicity of the classics, to form an easy-to-understand visual symbol. The titles are combined with Chinese calligraphy. It refers to traditional Chinese styles, such as Chinese labels, ancient book typesetting, etc. The material uses special tactile paper.
Tags: China, Classics, Heritage, Culture, Creativity
Production Technology: The advertising screen is easy to understand. It comes from the empathy of specific things and the complete artistic presentation, that is, the deconstruction and reorganization of familiar things. Humans are visual animals, and different colors and lines have different emotions and expressions. The pictures refer to a large number of ancient books from the East and the West, such as Chinese bamboo slips, thread-bound books, Western parchment scrolls, hardcover books, etc. It is so re-organized into easy-to-understand visual symbols. Viewers can easily feel the historical emotions from the graphics and explore the story behind the graphics.
Design Challenge: The advertising design is in line with the spirit and image of the program, with books as the main body of the design. Classics is not only the external image of the entire program, but also an important carrier of knowledge inheritance. For human beings, it has a unified value cognition and is universal.

In the design itself, deconstruction and graphic expression are used to deal with books, so that people with different cultural backgrounds can quickly understand the meaning, understand Chinese books through graphics, and understand the Chinese stories and oriental spirit behind the books.
Research: In the specific design, a large number of ancient books from the East and the West are referenced, such as Chinese bamboo slips, thread-bound books, Western sheepskin scrolls, hardcover books, etc. To the word dictionary in Chinese characters, you can also see The Classics in English. People with different cultural backgrounds can read different stories. For example, people who are familiar with Chinese characters can find the word dictionary hidden in book symbols.
Inspiration: The advertising design is in line with the spirit and image of the program, with books as the main body of the design. Classics is not only the external image of the entire program, but also an important carrier of knowledge inheritance. In the design itself, deconstruction and graphic expression are used to deal with books, so that people with different cultural backgrounds can quickly understand the meaning, understand Chinese books through graphics, and understand the Chinese stories.
Project Duration: The project started in 2022 in China, and is still promoted and distributed.
Operation Flow: In the processing of the classics, the ancient books of the East and the West are referenced, and the books of different materials and binding methods are visually processed.
In the presentation of the text, you can see the word dictionary of Chinese characters from the lines of the book; you can also see The Classics in English. People with different cultural backgrounds can see different worlds, but nonetheless feel the same design concept, with the text arousing people's spiritual resonance.
Team Members: Zhou Haiwen, Che Shilong, Guo Cheng
Image Credits: Illustrators, Creators: Zhou Haiwen, Che Shilong, Guo Cheng